Co Branding Fit Factors Between Partner Brands

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Co-Branding: Fit Factors Between Partner Brands

Peter Zickermann
Co Branding Fit Factors Between Partner Brands Book PDF

Author : Peter Zickermann
Publisher : Anchor Academic Publishing (aap_verlag)
Page : 98 pages
File Size : 48,6 Mb
Release : 2014-09
Category : Business & Economics
ISBN : 9783954892969

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Co-Branding: Fit Factors Between Partner Brands by Peter Zickermann Pdf

Firms are continuously looking for new opportunities to exploit and leverage their existing brands to achieve business growth. In the past, companies have leveraged their ‘most important asset’ (brands) through brand and line extensions. Nowadays, the most recent trend for capitalizing on brands is called ‘Co-Branding’ in which two or more brands are presented jointly to the consumer, forming a new product or service offering. This new branding strategy promises many benefits, especially for companies operating internationally with strong global brands. This study is about the perception of ‘fit’ between two partner brands in a co-branding venture. Previous studies have already identified that a perceived fit between partner brands leads to a positive evaluation of the co-branded offering by consumers. But why are some brands perceived as fitting together by consumers and others are not? To answer this question, this study investigates which factors (e.g. similar price level, target group, product category) lead to a perceived fit between partner brands by consumers.

Co-Branding as a Brand Strategy – An Analysis from the Resource-based View

Frédéric Begemann
Co Branding as a Brand Strategy An Analysis from the Resource based View Book PDF

Author : Frédéric Begemann
Publisher : GRIN Verlag
Page : 85 pages
File Size : 54,9 Mb
Release : 2008-02
Category : Branding (Marketing)
ISBN : 9783638667456

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Co-Branding as a Brand Strategy – An Analysis from the Resource-based View by Frédéric Begemann Pdf

Diploma Thesis from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, European Business School - International University Schlo Reichartshausen Oestrich-Winkel, 149 entries in the bibliography, language: English, abstract: Organisations hold a distinct resource portfolio which may qualify for competitive advantages. But there are always gaps within this portfolio which limit the value maximization of an organisation (B rki 1996). The brand is a key resource of an organisation, but despite the increasing number of different brands, the number of familiar and accepted brands in consumers' minds is very limited (Esch 2005, p. 27). Strong brands can therefore be powerful resources for organisations. Confronted with the innovative demand of consumers, these strong brands can also serve as basis for further value maximization. Nevertheless, even a strong brand only has a distinctive brand identity and respective consumersided brand associations which cannot be overstretched without negative effects (Kaufmann & Kurt 2005). This means that value maximization is limited due to existing brand gaps. The aim of this paper is to analyse co-branding as a brand strategy which contributes to value maximization of an organisation by filling existing organisational gaps. For this reason, the brand as distinct resource is to be analysed and alternatives for filling brand gaps are to be evaluated before guiding a structured analysis of co-branding benefits, success factors and risks from a RBV. Practical implications for co-branding partnerships are to be derived from this evaluation.

Partner Brands Selection in Co-branding Projects

Magdalena Grebosz
Partner Brands Selection in Co branding Projects Book PDF

Author : Magdalena Grebosz
Publisher : LAP Lambert Academic Publishing
Page : 132 pages
File Size : 46,6 Mb
Release : 2015-03-02
Category : Electronic
ISBN : 3659430978

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Partner Brands Selection in Co-branding Projects by Magdalena Grebosz Pdf

Due the development of cooperation between companies and the desire to increase the proposed added value, co-branding is becoming an important concept in marketing management. The present monograph allows to emphasize the interdisciplinary nature of the co-branding as an effective marketing strategy. This book has been divided into three chapters. In the first chapter, the concept of co-branding is discussed and international research results in the area of co-branding are analysed. The second chapter has empirical character; the general results of own research on implementation and evaluation of a co-branding strategy are presented; the factors, tool and model for selection of partner brand to co-branding projects are also proposed. The third chapter is to present the results of own studies concerning the attitudes of consumers towards co-branded products; the impact of the image of country of origin of partner brand on the assessment of co-brand image is also analysed. The book is mainly addressed to scientists that develop research in the area of brand alliances and to brand managers that want to expand the business activities. This book reviewer was Professor Jacek Otto.

Co-Branding. Strategy to strengthen brands

Ann-Sophie Theuring
Co Branding Strategy to strengthen brands Book PDF

Author : Ann-Sophie Theuring
Publisher : GRIN Verlag
Page : 25 pages
File Size : 45,7 Mb
Release : 2018-02-26
Category : Business & Economics
ISBN : 9783668646292

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Co-Branding. Strategy to strengthen brands by Ann-Sophie Theuring Pdf

Seminar paper from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, ISEC-Institut Supérieur de l’Économie (dern. eufom University), course: Wirtschaftspsychologie, language: English, abstract: Nowadays, to enter a new market or to gain awareness for products is complicated. The markets are crowded with competitors and the consumer can easily decide between different options of a product. It is indispensable to stand out from the crowd and to raise the consumers awareness for the own products to be successful. Most of the time, the brand is the core of a company. It reflects the image of the organisation and connects it to the products. As hard as establishing a brand is, as easy it is to destroy it with a critical headline in newspapers, selling defective products or similar. Ironically, it is even harder to regain the brand image and regaining the trust of the customers afterwards as cases like Abercrombie & Fitch and Volkswagen showed. In some cases even a regeneration is almost impossible. Therefore, there are different strategies a company can implement to simplify the process of branding. Co-Branding is a strategy where companies work and sell their products together without giving up their own brands. Next to advantages like gaining attention of a different market segments there are also risks and obstacles the company has to face by implying this strategy. For this reason it is important to analyze which company is able to use the strategy and which requirements are needed to create a successful cooperation for the participating parties.

Co-Branding

T. Blackett,R. Boad
Co Branding Book PDF

Author : T. Blackett,R. Boad
Publisher : Springer
Page : 150 pages
File Size : 55,8 Mb
Release : 1999-09-24
Category : Business & Economics
ISBN : 9780230599673

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Co-Branding by T. Blackett,R. Boad Pdf

The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well-matched brands working together in harmony can be considerable and enhance both profitability and the valuation of the brand for both parties. However, the challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard enough, but once two brands are brought together the challenges increase considerably. The brand personalities must be complementary. This is the first book to explore this important area.

Leveraged Marketing Communications

Sukki Yoon,Yung Kyun Choi,Charles R. Taylor
Leveraged Marketing Communications Book PDF

Author : Sukki Yoon,Yung Kyun Choi,Charles R. Taylor
Publisher : Routledge
Page : 252 pages
File Size : 46,7 Mb
Release : 2021-05-30
Category : Business & Economics
ISBN : 9781000394207

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Leveraged Marketing Communications by Sukki Yoon,Yung Kyun Choi,Charles R. Taylor Pdf

This comprehensive book features recent works on leveraged marketing communications (LMC)—an intentional pairing of a brand to benefit from the associations the target audience has with the object. LMC conceptually binds a wide range of marketing communication strategies previously studied in isolation: celebrity endorsements, sponsorship, product placements, cause-related marketing, and cobranding. LMC strategies assume that an entity (e.g., Michael Jordan) can be paired with a brand (e.g., Nike) to evoke associations that ultimately enhance brand awareness and evaluations. The collection of chapters in this book examines the association between brands and entities, ideas, and contexts and combines theory and practice to offer new perspectives to help academics, practitioners, and policymakers better understand and apply LMC research. The chapters collectively provide a theoretical framework for building brand equity via linking brands to people, places, and things; examine how marketers can best leverage brand alliances; explore ways to maximize the effectiveness of sponsorship, product placement, corporate social responsibility (CSR), and cause-related marketing; and summarize our knowledge of the various forms of LMC. The chapters in this book were originally published in the International Journal of Advertising.

Brand Management

Jaywant Singh,Paurav Shukla
Brand Management Book PDF

Author : Jaywant Singh,Paurav Shukla
Publisher : Kogan Page Publishers
Page : 345 pages
File Size : 49,8 Mb
Release : 2024-05-03
Category : Business & Economics
ISBN : 9781398611597

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Brand Management by Jaywant Singh,Paurav Shukla Pdf

How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook. Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture. Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines new and emerging topics including managing brand crisis, brands' responsibilities and digital brand analytics. It is supported by a range of features such as learning outcomes, 'in practice' boxes, key concepts and discussion questions and online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises. This is an indispensable textbook for undergraduate and postgraduate students of brand management.

The Routledge Companion to Contemporary Brand Management

Francesca Dall'Olmo Riley,Jaywant Singh,Charles Blankson
The Routledge Companion to Contemporary Brand Management Book PDF

Author : Francesca Dall'Olmo Riley,Jaywant Singh,Charles Blankson
Publisher : Routledge
Page : 617 pages
File Size : 54,8 Mb
Release : 2016-07-15
Category : Business & Economics
ISBN : 9781317751588

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The Routledge Companion to Contemporary Brand Management by Francesca Dall'Olmo Riley,Jaywant Singh,Charles Blankson Pdf

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

Elgar Encyclopedia of Corporate Communication

Klement Podnar
Elgar Encyclopedia of Corporate Communication Book PDF

Author : Klement Podnar
Publisher : Edward Elgar Publishing
Page : 579 pages
File Size : 45,5 Mb
Release : 2024-03-14
Category : Business & Economics
ISBN : 9781802200874

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Elgar Encyclopedia of Corporate Communication by Klement Podnar Pdf

This comprehensive Encyclopedia captures the intricacies of corporate communication, offering 87 clear, succinct definitions of important concepts within marketing, business, organizational communication and public relations followed by critical, literary analyses of significant research ventures.

The Art of Successful Brand Collaborations

Géraldine Michel,Reine Willing
The Art of Successful Brand Collaborations Book PDF

Author : Géraldine Michel,Reine Willing
Publisher : Routledge
Page : 256 pages
File Size : 46,7 Mb
Release : 2020-03-04
Category : Business & Economics
ISBN : 9781351014458

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The Art of Successful Brand Collaborations by Géraldine Michel,Reine Willing Pdf

Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations between diverse partners. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham and Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing strategy. This includes additional meaning, improvement of the brand image, attracting new customers within different target groups and the development of the brand in new markets. Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and successfully implement the process of brand collaborations.

Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference

Leroy Robinson, Jr.
Proceedings of the 2009 Academy of Marketing Science AMS Annual Conference Book PDF

Author : Leroy Robinson, Jr.
Publisher : Springer
Page : 285 pages
File Size : 50,7 Mb
Release : 2014-10-23
Category : Business & Economics
ISBN : 9783319108643

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Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference by Leroy Robinson, Jr. Pdf

​Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2009 Academy of Marketing Science (AMS) Annual Conference held in Baltimore, Maryland.​

The 19th International Conference on Industrial Engineering and Engineering Management

Ershi Qi,Jiang Shen,Runliang Dou
The 19th International Conference on Industrial Engineering and Engineering Management Book PDF

Author : Ershi Qi,Jiang Shen,Runliang Dou
Publisher : Springer Science & Business Media
Page : 1388 pages
File Size : 50,8 Mb
Release : 2013-06-03
Category : Business & Economics
ISBN : 9783642384424

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The 19th International Conference on Industrial Engineering and Engineering Management by Ershi Qi,Jiang Shen,Runliang Dou Pdf

The International Conference on Industrial Engineering and Engineering Management is sponsored by the Chinese Industrial Engineering Institution, CMES, which is the only national-level academic society for Industrial Engineering. The conference is held annually as the major event in this arena. Being the largest and the most authoritative international academic conference held in China, it provides an academic platform for experts and entrepreneurs in the areas of international industrial engineering and management to exchange their research findings. Many experts in various fields from China and around the world gather together at the conference to review, exchange, summarize and promote their achievements in the fields of industrial engineering and engineering management. For example, some experts pay special attention to the current state of the application of related techniques in China as well as their future prospects, such as green product design, quality control and management, supply chain and logistics management to address the need for, amongst other things low-carbon, energy-saving and emission-reduction. They also offer opinions on the outlook for the development of related techniques. The proceedings offers impressive methods and concrete applications for experts from colleges and universities, research institutions and enterprises who are engaged in theoretical research into industrial engineering and engineering management and its applications. As all the papers are of great value from both an academic and a practical point of view, they also provide research data for international scholars who are investigating Chinese style enterprises and engineering management.

Brands and Consumers

Jaywant Singh,Benedetta Crisafulli
Brands and Consumers Book PDF

Author : Jaywant Singh,Benedetta Crisafulli
Publisher : Taylor & Francis
Page : 107 pages
File Size : 46,9 Mb
Release : 2022-12-27
Category : Business & Economics
ISBN : 9780429831140

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Brands and Consumers by Jaywant Singh,Benedetta Crisafulli Pdf

Brand management is firmly established as a core business and marketing activity. The research evidence on how consumers react to branding, however, is in constant evolution globally. This short-form book provides a comprehensive overview of research evidence on several core branding topics whilst acting as a catalyst for advancing future research and informing business practice. The book fills a gap created by prior volumes on branding that, although well- illustrated and explained, have often approached the subject in somewhat uncritical manner. The book represents a timely compendium on popular topics in branding and aims to be a valuable addition to knowledge in branding. The book focuses on reviewing research in branding and brand management, and proposes areas for expanding research in the field. Recognising the diversity of research in branding, the authors of this book, as active branding researchers, attempt to discuss the limitations of current research and provide insights for future explorations. The book will be of interest and a resource for academic researchers, branding practitioners, business students and policymakers who view branding as an evidence-oriented discipline.

Multiple Co-Branding

Inca Beckmann,Kristina Willas
Multiple Co Branding Book PDF

Author : Inca Beckmann,Kristina Willas
Publisher : diplom.de
Page : 92 pages
File Size : 49,8 Mb
Release : 2005-01-31
Category : Business & Economics
ISBN : 9783832485535

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Multiple Co-Branding by Inca Beckmann,Kristina Willas Pdf

Inhaltsangabe:Abstract: The exchangeability of products has led to the producers need to differentiate themselves from other offers. Due to the flood of advertising on TV, on the radio, in magazines or on hoardings, people usually do not perceive all these stimuli anymore. A well-known brand can help a company to attract new customers and to keep customers loyal. Since there are already many well-established brands for most product categories, some producers have tried to improve their market position by using co-branding. Puma uses Gore Tex material. Ferrari and Fila have developed a sports shoe together and even Coca Cola, one of the world s most well-known brands, has launched a new co-branded product with the beer producer Diebels called Dimix . Already in 1998 co-branding was said to have a 40% annual growth rate in the US. This paper focuses on a new trend among co-branding companies: multiple co-branding. Co-branding one s product not only once, but with several well-known brands one after another or simultaneously in independent agreements is a relatively recent marketing strategy. It has to be said that even for co-branding in general there are only very few empirical studies giving evidence of co-branding s effects on the consumer, but so far it seems that multiple co-branding has been ignored completely. We could not find any sources, giving special attention on this new, growing phenomenon. Therefore, we decided to do some research of our own in this field. To analyse if multiple co-branding helps companies to strengthen their brands and to defend their market position against competitors, we will examine how consumers evaluate this strategy. The central questions that we try to answer are the following: Q1: Do consumers perceive multiple co-branding? Q2: How does multiple co-branding influence the consumer s attitude towards the brand that uses this multiple co-branding strategy? A consumer survey via e-mail was conducted in order to gain insight into consumers view of brands using multiple co-branding. The coloured chocolate lenses Smarties and the ice cream Langnese Cremissimo served as examples in our questionnaire since they have created new products together with many other brands. The findings shall give some useful advice to companies concerning aspects, which have to be taken into account when opting for a multiple co-branding strategy. Disposition The introduction will be followed by the theoretical part, which is [...]

Proceedings of the 6th International Conference on Economic Management and Green Development

Xiaolong Li,Chunhui Yuan,John Kent
Proceedings of the 6th International Conference on Economic Management and Green Development Book PDF

Author : Xiaolong Li,Chunhui Yuan,John Kent
Publisher : Springer Nature
Page : 1647 pages
File Size : 54,8 Mb
Release : 2023-06-27
Category : Political Science
ISBN : 9789811978265

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Proceedings of the 6th International Conference on Economic Management and Green Development by Xiaolong Li,Chunhui Yuan,John Kent Pdf

This proceedings book, together with the conference, looks forward to spark inspirations and promote collaborations. International Conference on Economic Management and Green Development (ICEMGD) is an annual conference aiming at bringing together researchers from the fields of economics, business management, public administration, and green development for the sharing of research methods and theoretical breakthroughs. The proceedings consist of papers accepted by the 6th ICEMGD, which are carefully selected and reviewed by professional reviewers from corresponding research fields and the editing committee of the conference. The papers have a diverse range of topics situated at the intersecting field of economic management, public administration, and green development. ICEMGD is working to provide a platform for international participants from fields like macro- and microeconomics, international economics, finance, agricultural economics, health economics, business management and marketing strategies, regional development studies, social governance, and sustainable development. The proceedings will be of interest to researchers, academics, professionals, and policy makers in the field of economic management, public administration, and development studies.